Slides

Dave: All right, welcome to the roundtable. Cheers! If you've got a drink, let's share it, and happy St. Patrick's Day. We haven't had a meeting like this in a while, not since mid-COVID when everyone was eager to have a drink over Zoom. So today's topic is new member onboarding.

Guest: I brought green Mentos.

Dave: Not quite the same, but I appreciate the effort. Thank you for coming, Sean. All right, for those unfamiliar with the format, this roundtable is for PropFuel clients, but we also have guests here to discuss and learn about new member onboarding.

Melissa, from our client success team, will take us through best practices we've learned from our clients. Then, Ashley, Melissa, and I will each share examples of effective onboarding strategies. This should take about 20-25 minutes, and then we’ll open the floor for questions and discussions. Beyond PropFuel, I want to explore other onboarding strategies, including mailers, virtual meetings, and phone calls. Ultimately, the goal is to ensure new members feel welcomed and are retained beyond their first year.

Cameron, were you planning to take the last five minutes for a product pipeline update?

Cameron: No major updates, but we are onboarding another developer in April, so expect faster output from the product team.

Dave: Sounds great. Also, let’s welcome Megan Sloan, the newest member of our client success team. She has over ten years of experience in associations, marketing, and membership. Now, Melissa, over to you.

Melissa: Thanks, Dave. Let me share my screen. When new clients come to us for help with onboarding campaigns, they often don’t know where to start. It can be overwhelming, whether you're starting fresh or revamping an existing system. A useful way to approach this is to think in three phases of new member onboarding.

Dave, you mentioned an article that fits in well here.

Dave: Yes! Amanda Kaiser and Elizabeth Engel were quoted in an article in Association Now about new member onboarding. Amanda proposed the 3-3-6 approach: engaging members for three days straight, then once a week for three weeks, and then monthly for six months. Elizabeth emphasized the importance of asking questions. I'll post the article in the chat.

Melissa: Great. Now, let's break onboarding into three phases:

1. Understanding Needs – Asking members why they joined and what’s important to them. Instead of a generic “why did you join?” ask, “What’s your top goal this year?” or “What do you hope to get out of your membership?” If they select networking, follow up with, “How do you prefer to network?”
   
   
2. Deepening Engagement – Once you understand their needs, guide them toward relevant opportunities. Ask, “What topics interest you most?” or “How do you prefer to learn?” Then, direct them to corresponding programs, committees, or learning resources.
   
   
3. Assessing Relationship Before Renewal – Gauge satisfaction before the renewal cycle. Ask, “What have you found most valuable?” or “How well does our advocacy reflect your views?” Also, keep member profiles updated by asking, “Has anything changed this year?” instead of simply requesting a profile update.
   
   

Brian: Should initial emails have multiple-choice questions or open-ended fields?

Melissa: Great question. A mix works best. Start with multiple-choice to lower effort, then follow up with an open-ended response option. It keeps engagement high while allowing personalization.

Dave: Exactly. You want a balance. Surveys tell you about the collective membership, but asking targeted questions helps connect with individuals.

Ashley: Let’s look at a case study from the Monitoring Association. They asked new and existing members: “What’s your top objective this year?” Answer choices were broad categories like online training or committee involvement. Based on their response, members received tailored follow-up messages with resources. Another question was, “Do you have a question for TMA staff?” which encouraged direct engagement.

Dave: Love it. Even if response rates are low, each interaction is a valuable connection.

Wendy: Over half of our members are international. Any advice on hosting new member webinars?

Emily: We’ve found that East Coast mornings work best because it aligns with late afternoons in Europe.

Dave: Also, ask members how they prefer to receive information—webinars, emails, or direct outreach.

Shay: We do monthly DRMA 101 sessions where new members meet the president, learn about our programs, and network. Associate members now host these sessions, engaging them while introducing new members to manufacturers.

Dave: That’s fantastic. Has anyone tried mailers?

Greg: Yes, NAHB sends a welcome flyer outlining key benefits within three weeks of activation. We also follow up with an email featuring a video overview.

Guest: We’re starting a program where chapters send welcome postcards to new members.

Dave: Handwritten note cards and personalized videos can also create meaningful connections. A simple Loom video from a staff member can personalize the welcome experience.

Melissa: Another example is Air Force State Associations. They personalize onboarding emails with chapter-specific information and write data back to their AMS to track member interests.

Dave: ASAE’s onboarding campaign is another great example. It engages both new and renewing members, asking relevant questions and directing them to valuable resources like collaborate discussions, volunteer opportunities, and professional development programs.

Greg: We’re extending our onboarding process to two years since first- and second-year members are most at risk for non-renewal. Eventually, we’ll tailor campaigns by member type.

Dave: That’s a smart approach. Thanks to everyone for sharing. We learn so much from these discussions and look forward to the next roundtable. Have a great evening, and enjoy St. Patrick’s Day responsibly!

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